PLUS get FREE SHIPPING* on eligibile items and FREE pickup at one of our 80+ locations in Canada. Market data provided by Interactive Data. Richard Barry, a former Toys “R” Us executive who is now CEO of new entity Tru Kids Inc., has been pitching his vision to reincarnate the chain to toymakers, including at an industry conference this week, said the people, who asked not to be identified because the plans aren’t public. Toys ‘R’ Us is coming back a year after shuttering U.S. operations. The new interactive play experience features multiple themed rooms such as a jungle, winter wonderland, candy obstacle course and more. The lenders then formed Tru Kids with the goal of reviving the brand in the U.S. and other regions it exited. Instead of aisles of toys like traditional Toys R Us stores had, the spaces inside the shop are more deliberate: there are four branded areas on the right side of the shop where kids can test out certain toys. TOYS R Us was put into administration after attempts to sell the business failed and some stores could shut in within days. "Historically, Toys R Us stores were 40,000-square-feet, large big box locations," Barry said. "As you walk through this store, you’ll see that at every touch point there’s something for kids to get their hands on," Barry said. For instance, there's a Nerf Gun area where kids can shoot at targets. Before it's here, it's on the Bloomberg Terminal. Surprise! The 54-year-old brand has re-imagined the toy shopping experience for customers, said Richard Barry, chief executive of Tru Kids, which operates Toys R Us, during the space's soft launch on Thanksgiving Eve. A spokeswoman for Tru Kids said the company wasn’t ready to publicly share details on its U.S. strategy. “We will sell them inventory.”, Related: Tears ‘R’ Us: The World’s Biggest Toy Store Didn’t Have to Die. They have all expanded toy assortments and marketing, including a printed toy catalog from Amazon. Thirty-five toys were part of the promotion, which featured the iconic Toys "R" Us giraffe mascot. It had been generating about $7 billion in sales a year in the U.S. through more than 700 locations, including the Babies “R” Us brand. During the chain’s bankruptcy, lenders led by Solus Alternative Asset Management and Angelo Gordon took control of the company’s assets. It directs shoppers to a buy button at Target.com to complete the purchase. In June, news spread that the company was looking to open a half dozen stores and a new e-commerce site ahead of holiday shopping. About a year after shuttering U.S. operations, the remnant of the defunct toy chain is set to return this holiday season by opening about a half dozen U.S. stores and an e-commerce site, according to people familiar with the matter. The original Toys “R” Us, the only national toy chain, left a huge hole when it went under. At Toys"R"Us and Babies"R"Us, we want to partner with you to help your kids achieve their potential, so they grow up to be good young adults.
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